I am a life-long entrepreneur and startup expert living in Sisters, Oregon and I am the Founder and CEO of Mighty Wise Academy: A Virtual Academy For Entrepreneurship. I am also a mentor and advisor for multiple startup companies. If you'd like to learn what it really takes to become a successful entrepreneur, you can connect with me here >>.

Even more alarming is the revelation doctors uncovered two weeks ago of Martin also having another form of cancer called Non-Hodgkin’s Follicular Lymphoma. Radiation treatments start next week.

But is Martin sulking in the back corner of his bedroom as his possible remaining years pass him by?

No. He is busy running his company as Founder and CEO helping thousands of entrepreneurs world-wide; writing his 28th book; raising nearly $400,000.00 for Katie Couric’s Stand Up 2 Cancer program; loving his wife of over 40 years; spending precious time with his 6 kids and 28 grandchildren and yes — even preparing to jump into his second Tough Mudder race this weekend.

Is Martin scared? Yes — I would imagine so. But the difference is this: he is not allowing fear to be the defining part of who he is.

In fact, Martin remembers sitting in the doctor’s office and having a deep sinking feeling when first hearing the news of his colon cancer. But immediately his thoughts shifted to this:

“Okay — I’ve got this cancer. What am I going to do about it? I don’t have time to get mad. I’m not mad at God. I’m not mad about “why me? Why did this happen to me?” I can’t go down the path of depression. So okay: how do we fix this? What do I need to do to fix this?”

And so he did. Racing against time with an extreme sense of urgency, Martin began the battle of his life — for his life. Nasty chemotherapy. Surgery to remove 14 inches of his colon. Sick on a daily basis from the drugs.

But never weary in his heart. Martin always looked to the good and pressed forward into his future. Determined to not let cancer beat him.

And yes — excited to wake up each morning, Martin wants to truly make a difference in the lives of others. Which is the reason he accepted my invitation to sit down for a real heart-to-heart on why entrepreneurs fail and how they can overcome their roadblocks to success.

But as great conversations tend to do — this one also drifted off into places you never imagined. From a man eager to share with the world before he leaves it comes forth deep insight and true passion.

Take these words to heart my friend as I share with you just 4 things of many I learned from a wise man who wants to make a real difference in your life:

1.) The problem of “me-too” businesses

One of the first questions I asked Martin was to tell me where he thinks most entrepreneurs fall short. I mean really fall short. Is it in figuring out their Value Proposition? Is it in the inability to communicate their Value Proposition? What is it?

Martin told me this:

“First of all; there are too many “me-too” businesses and “me-too” products out there. Somebody sees a product or service and thinks; “Well, I can do that.” Then they go and basically come out with the same thing. But you can never maintain a long term competitive advantage using this strategy. You’ve got to figure out how you can give them something they can’t get anywhere else. A real point of differentiation. Think: “How can I fix this? How can I upgrade it? How can I change it; modify it, enhance it? How can I make it better or different than anything else out there?” That’s the first thing.”

2.) Ineffective messaging

But Martin didn’t stop there. And I would agree. Even if you believe you’ve truly discovered a product or service which is unique and not readily available elsewhere; you must possess the ability to communicate your message to an audience willing to pay for it. Martin suggests using the “features; functions; benefits and proof” method.

He explains it like this:

“Look at this pen. This has a little hook on the end of it. What is the hook? It’s a clip. So when I think “feature” — I think “it’s a clip”. So what is the function of the clip? It’s what holds the pen in your pocket, right? That’s the function. But the benefit is the “so what” of the function. It holds it in your pocket — so what? Well, so it doesn’t fall out when you bend over. So if I close my eyes I can find it without having to look for it. So I won’t lose it and have to buy another one. These are the benefits of the little hook — and benefits are the best way to communicate to your market. Plus, you need the proof: let me put this in my pocket and I will bend over and see it doesn’t fall out. Now you put it in your pocket and do the same and see it doesn’t fall out. And let me tell you about John — he put it in his pocket and bent over and it didn’t fall out. These are examples of proof.”

Martin summarized it this way:

“When it comes to communication, people think they talk “features and benefits”; but they don’t — they talk “features and functions”. And we don’t buy that stuff. We buy the benefit of what it actually does. So think this way about your product, service or business: What is it? What does it do? So what? Prove it.”

3.) Markets are conversations

One of the great books written just before the turn of the century is called “The Cluetrain Manifesto”. In it; there is a concept eloquently stated as this: “markets are conversations”. And yes — this seems obvious in a day and age with the Internet and social media. However, at the time, it was profound and I am still amazed today how many entrepreneurs and companies miss the boat. Or, I guess “the train” in this case.

Taking the role effective communication plays one step further; Martin puts it like this:

“You have to constantly keep in communication. Even after you’ve figured out your unique value and how to communicate it using benefits. Things are not static and are changing faster than ever before in history. You need to have a dialogue, not a monologue with your customers. Too many people are having monologues. “Here’s what I have and here’s what I want you to do. I want you to buy this stuff.” But a dialogue is asking questions. Getting feedback. “Well, tell me how you are using that product or service? What kind of things would you like to have in addition? What else do you buy at the same time, before or after you buy our product?” Questions like these make all the difference between innovation and obsoletion.”

4.) You can’t outsource your role in your family.

One of the last stories Martin shared with me was about a man he ran into on a business trip. (And to me — this is the most important lesson Martin shared. If you can get this — I mean really get it — then you’re well on your way to a successful life.)

Apparently, this guy was stuck in Phoenix unexpectedly and couldn’t get home right away due to travel arrangements or something. Listen to the way Martin describes his conversation with him:

Martin — “Oh, so you’re going to be stuck here for a few days. You’re going to miss Halloween with your kids.”

Traveling Man — “Yeah. Well, that’s not a big deal. I’ll catch up with them later.”

Martin — “No, it is a big deal. Fix it.”

Traveling Man — “What do you mean?”

Martin — “I mean fix it.”

Traveling Man — “Well, I travel some and when I’m home — I’m home. But when I’m gone; I’m gone.”

Martin — “No — that’s not good enough. Your kids know. Your kids know when you’re there and when you’re not even if you’re just sitting on the couch while they’re watching Sesame Street. They know “Dad is with me.” And so, you need to make sure you’re with them because you can never go back and get this Halloween with these kids. It will be gone and you will have missed it. Don’t sacrifice your family like that.”

Yes — you can work hard and fight for your dreams as an entrepreneur. But the minute you let it consume your life to the detriment of those closest to you? Therein lies the moment you lose the entire game of entrepreneurship.

So there you have it. Only 4 tips of at least 50 I learned during our conversation.

Thank you my dear friend Martin. Thanks for your heart to share and I pray you will impact the lives of many each and every day you are with us.

“I may have cancer; but cancer doesn’t have me. So today I fight. Tomorrow I fight. The day after — I fight. And if this disease plans on whipping me; it had better bring a lunch; ‘cause it’s going to have a long day doing it.” – Martin Howey

So if Martin can help so many each day while stricken with cancer — what can you do to make a difference today in the life of just one?

Post Your Comment

Post Your Reply

Forbes writers have the ability to call out member comments they find particularly interesting. Called-out comments are highlighted across the Forbes network. You'll be notified if your comment is called out.

Comments

Wonderful of Martin and of you for bringing up to the notice of many. Well, I have only one thing to say, I know GOD was there, is there and will be there. We don’t know what’s GOD’s plans are ? Whatever be, it will be for the good of us. No doubt. I’m going to keep Martin in my prayers. And I strongly believe in miracles.

Eric….GREAT article and thank you for writing about Martin and allowing his spirit to be an inspiration for all of us. Martin is a dear friend and I appreciate him and you for this amazing article. Keep up your important work. You are making a big difference! God Bless!